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What if one small tweak in your strategy uncovered big, measurable results? That’s exactly what happened for Oilstop Drive Thru Oil Change, a quick lube and car wash company that turned a midweek slump into a 28% increase in traffic. Their secret wasn’t a massive overhaul but a combination of creativity, smart segmentation, and automation tools—in this case, the Cinch platform—to deliver targeted campaigns that resonated with their audience.
We’re breaking down five major lessons from their story, all featured in Episode 1 of the Back for More podcast. Spoiler alert: These aren’t just takeaways; they’re playbook-level strategies you can use to tackle your own retention challenges.
When faced with a retention problem, Jay Ferrick, the creative marketer behind Oilstop’s efforts, didn’t try to overcomplicate things. Instead of going broad with a generalized campaign, he zoomed in. His focus? Specific locations with specific midweek struggles.
Too often, businesses aim for sweeping initiatives that can dilute results or miss key opportunities. Jay’s approach highlights the value of starting small and scaling once you see what works. By tailoring a solution for their specific audience, Oilstop reaped quick wins, boosting both traffic and customer engagement.
Instead of tackling everything, pick one specific pain point. Identify a struggling location, timeframe, or customer group and craft bespoke messaging tailored to their needs.
One of the most impressive aspects of Oilstop’s campaign was its precision. Using Cinch’s intuitive platform, they created customer segments that honed in on the who, when, and what. For those midweek campaigns, they targeted customers due for service at that location while steering clear of broad “batch and blast” emails.
The result? Customers viewed the messages as relevant and helpful rather than intrusive. Even better, those targeted communications helped them avoid unsubscribes, a hurdle most marketers dread.
Stop thinking of your audience as “one big email list.” Invest in tools that allow detailed segmentation so you can send the right message to the right group at the right time. An email like, “Your 2020 Toyota Camry is due for an oil change,” beats a vague promo any day.
Part of the genius behind Jay’s campaign is that he didn’t manually track every customer’s habits or compose every email. Instead, automation did the heavy lifting. Cinch’s platform allowed Oilstop to send timely messages tailored to their customers based on real data. For instance, they utilized an oil change calculator that sent service reminders not just on a static 90-day schedule but when a customer’s vehicle was actually due.
By automating these processes, Jay could focus on strategy instead of time-consuming execution. This also ensured consistency in communication, leading to higher trust and engagement with their audience.
Automation isn’t about replacing creativity; it’s about amplifying it. Tools like Cinch free up your time by automating repetitive tasks, allowing you to focus on innovating while ensuring customers hear from you at just the right moment.
Another key win for Oilstop was their ability to successfully manage and clean their customer data. Without a clear, accurate database, no amount of segmentation or automation can save your campaign. Before using Cinch, Jay struggled with duplicate records and a lack of flexibility in managing customer data. Cinch not only solved that issue but took things up a notch by allowing hyper-targeted personalization.
For example, rather than blasting out generic emails, customers received messages addressed to their specific vehicle (“Your 2017 Ford Explorer is ready for service”). This level of personalization fostered trust, making customers feel seen and valued.
Data hygiene matters. Investing in a platform that can scrub and organize your data isn’t optional; it’s essential. Not only does better data lead to better marketing, but it also reduces unnecessary costs (we’re looking at you, duplicate postcards!).
One of the biggest concerns Jay had going into his retention campaign was whether boosting midweek traffic would inadvertently sabotage their weekend business. Thanks to precise targeting and thoughtful messaging, Oilstop managed to avoid this entirely. Their midweek campaigns delivered a consistent lift in traffic over several days while leaving weekend volumes untouched.
By solving a localized problem without creating a new one, Jay’s campaign demonstrated the importance of strategic thinking and measured execution.
Don’t just focus on “more traffic.” Think about traffic distribution. Growth shouldn’t come at the expense of what’s already working.
Oilstop’s story is a master class in doing more with less. Instead of chasing new customers, Jay honed in on his existing customer base and delivered value through timely, relevant communication. Backed by Cinch’s tools, he turned retention into a growth lever—not just a defense strategy.
The good news? The strategies that worked for Oilstop aren’t limited to the auto industry. Whether you’re running a multi-location business or a single storefront, the principles of starting small, leveraging automation, cleaning your data, and focusing on retention all hold universal value.
If you’re looking for additional guidance, Episode 1 of Back for More walks through every strategy Oilstop used, along with plenty of actionable tips. And don’t forget to download the Cinch Win-Back Campaign Toolkit for templates and email sequences you can start using today.
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